Product News | October 11, 2021

How Convergencia Digital Signage makes premium digital signage more affordable and convenient

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Too often, new businesses in the digital out-of-home space have to compromise on their vision. They want to adopt the latest technologies and deliver an innovative and memorable experience for their audiences, but they don’t have the money to invest in the software that will let them do so. They may be forced to choose a lesser platform, deploy a less exciting product, and hope that they can someday build the network they dream of.

In Latin America, there’s a better option available to newcomers to the DOOH space. By collaborating with Convergencia Digital Signage, a digital signage integrator in the region, it’s possible to build a DOOH network that makes use of the most advanced technology currently available. This, at a cost that is far less than it would be to build this kind of network alone.

Partner details

Convergencia Digital Signage
convergenciads.com
Region: Latin America
Language of service: Spanish

Services

Digital signage network management
Spanish-language technical support
Spanish-language content creation

The cost advantage with Convergencia Digital Signage

With digital signage, you’ll often get the best value from software when managing networks of larger scale. For newcomers to the space, unfortunately, it isn’t always easy to achieve this scale right away.

This is where Convergencia can provide a lot of value. Because the company manages many screens across Latin America, it is able to add new displays to its network for relatively little cost. It passes these savings on to customers who choose to have Convergencia run their networks, allowing them to start out with relatively few screens that run on premium software they otherwise may not be able to afford.

Technical experts close to home

Convergencia also has a lot to offer to LATAM businesses that run their own networks. Many of the top choices for digital signage software are based in other regions, and may not be able to offer customer support in Spanish to the degree that some businesses may require.

Thanks to its experience in the industry and a team that includes a variety of technical experts, Convergencia can help digital signage businesses build their networks, harness the full capabilities of their chosen digital signage software, and perform maintenance and troubleshooting when necessary.

In-house technical experts at Convergencia can help build and manage world-class DOOH networks

Quality content for quality networks

Yet another service offered by Convergencia is content creation, something essential to the success of any good digital signage network. Convergencia works together with brands and network operators on everything from advertising content to local messages to live updates for weather and other useful information.

Especially for those businesses just starting out in the digital signage space, content can be a time-consuming and tricky thing to get right. Working together with Convergencia can help ensure that you fuel your business with the best content to maximise a return on your investment.

Featured project: The Medellin Metro digital signage network

A recently launched digital signage network in the Medellin Metro system in Colombia is a standout example of the difference Convergencia makes. The network owner, iCo Medios, brought in Convergencia to help with building out the network from a technical standpoint, provide Spanish-language training and support for its team, and to create content for the network on an ongoing basis.

This network is the largest transit DOOH network in Colombia, and is set to expand further over the coming months and years.

Read more about the project in our spotlight on iCo Medios

Working with Broadsign & Convergencia

For Latin American companies that are new to out-of-home or who are looking to give their business an upgrade, partnering with Broadsign and the Convergencia team is an ideal arrangement.

Broadsign’s top-class software for OOH will provide your business with automated content management, intelligent sales capabilities, and the ability to scale your business as quickly and efficiently as you want. Convergencia, meanwhile, can help speed up your adoption of Broadsign, as well as cut licensing costs, deliver Spanish-language training and support, and assist with creating and distributing premium content.

It doesn’t matter what size your business is or how much experience you have in OOH. With Broadsign and Convergencia, you can flip the switch on a world-class DOOH business more quickly and for less money than starting out alone.

Want to see our software in action?
Request your personalized Broadsign demo today!

Product News | October 11, 2021

Groceryshop 2025: Why in-store screens are retail media’s last-mile goldmine

The message from Groceryshop 2025 was unmistakable: The initial era of retail media is closing, moving past what some called the “Gold Rush” phase. That phase, focused on high-margin, performance-driven e-commerce search, is no longer sufficient. The industry is entering what many are calling the “Age of Reckoning,” where true success requires a full-funnel approach and, critically, flawless execution at the point of purchase.

As brands allocate more budget to retail media, the emphasis is moving from digital shelf limitations to the hidden opportunities of the physical screen. Broadsign is key here: in-store screens serve as the final touchpoint where retailers can influence purchase decisions, create engaging shopping experiences, and unlock new revenue streams.

The sense of urgency is confirmed by recent data from eMarketer, projecting that retail media ad spending will reach nearly $100 billion by 2029. That includes U.S. investment in in-store retail media, which is expected to surpass $1 billion by 2028, outpacing growth in online retail media.

Why in-store media unlocks real value

In-store media uniquely combines mass reach, similar to connected TV audiences, with precision targeting at the moment of maximum intent.

Don’t mistake this for traditional out-of-home (OOH) advertising. Retail media requires a deeper integration of first-party data and sophisticated campaign management, extending to the point of purchase. Broadsign offers this core expertise, backed by twenty years of developing reliable, large-scale digital networks. This is where brand messaging turns into actionable insights, directly affecting shopper behaviour.

Strategically positioned digital screens, utilizing first-party data, are crucial for encouraging impulse buys at the last moment. They can showcase personalized offers and specific messages that enhance the in-store experience, influence last-minute decisions, and encourage shoppers to increase their cart sizes. This approach demonstrates how digital screens enhance the shopping experience and improve the average order value.

In a session, industry leaders such as Cristina Marinucci (Mondelez), Ali Miller (Instacart), and Sarah Marzano (eMarketer) highlighted that brand awareness isn’t solely built online. E-commerce has limitations; it lacks a digital counterpart to the disruptive, high-impact engagement offered by in-store screens. This presents an opportunity for brands and retailers to create meaningful and memorable moments that combine personalized experiences with a sense of community.

The hard work behind the magic: Collaboration and data harmony

Scaling in-store media is not simple. Execution is everything, and success requires solving multi-layered challenges.

Organizational alignment: Every team, from brand, trade, shopper marketing, and e-commerce, needs clarity on how to leverage the network. Without alignment, experimentation and innovation stall.
Data harmony: Flexible, real-time budget allocation depends on shared, integrated data systems. Clean-room partnerships are becoming increasingly essential for combining first-party data while respecting privacy, enabling both brands and retailers to maximize value.
Execution is everything: Retailers can no longer afford to simply track screen impressions. The next benchmark is true closed-loop attribution in-store, linking physical exposure directly to lift in sales and basket size. This is the critical question retailers must answer to justify long-term investment and prove performance to brand advertisers.

The retailers and networks that solve operational, measurement, and organizational challenges now will dominate the retail media landscape. The focus must be on getting in-store media right, because that’s where the last mile is won.

A question for retailers and brands

Are your current blockers operational, organizational, or data-related in nature? Understanding this will determine how effectively you can leverage in-store media to drive growth, engagement, and revenue.

Regardless of your stage in the process, Broadsign can help you develop your in-store retail media network. Contact us today to discover how we can assist you.

READ ALSO: Check out our latest playbook, How To Scale In-Store Activation, to learn how to create and grow in-store networks that enhance the shopper experience, open new monetization avenues, and promote long-term success.